How to Stop Firing Your Customers

Asserts that too often, service employees forget that there is no such thing as the average customer; that each customer has different needs every time they are seen or spoken to. Discusses presumptuous behaviour, employee responsibility and measuring service quality,together with difficulties in employee/customer communication. Suggests ways of improving customer contact and of measuring employee attitude towards customers. Argues that a multidimensional model of service quality must measure individual employee attitudes and make sure that customers′ views are heard.